Marketing Strategy Models

Yoram Jerry Wind, Gary L. Lilien

Research output: Contribution to journalReview articlepeer-review

11 Scopus citations


Despite the advances in the sophistication and proliferation of marketing-science models, relatively few true marketing strategy models have been developed, and those that have been developed generally had limited impact on management. The gap between management needs (for models that help them generate, evaluate and implement better marketing strategies) and the available models (especially non-traditional) is narrowing. As the environment and the characteristics of successful businesses are changing, the nature of the marketing paradigm, and the nature of desired marketing strategy models is changing as well.

Original languageEnglish (US)
Pages (from-to)773-826
Number of pages54
JournalHandbooks in Operations Research and Management Science
Issue numberC
StatePublished - Jan 1 1993

All Science Journal Classification (ASJC) codes

  • Finance
  • Economics and Econometrics
  • Computer Science Applications
  • Management Science and Operations Research


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